摘要

本研究試圖探討不同獨特性需求程度的消費者，在選購商品時是否會影響其消費偏好。對於產品稀少性訴求與產品容器形狀，是否會在不同獨特性需求程度和消費偏好之間產生影響。研究結果顯示：（1）當廣告是以限量為訴求的方式呈現之時，獨特性需求高的消費者會比獨特性需求低的消費者產生較佳的消費偏好；反之，當廣告是以限時為訴求的方式呈現之時，獨特性需求低的消費者會比獨特性需求高的消費者產生較佳的消費偏好。（2）對於圓形容器形狀的產品而言，獨特性需求低的消費者會比獨特性需求高的消費者產生較佳的消費偏好；但是對於方形容器形狀的產品而言，獨特性需求高的消費者會比獨特性需求低的消費者產生較佳的消費偏好。（3）對於廣告是以限量為訴求的方式呈現之時，產品容器形狀不影響消費偏好；同時，對於廣告是以限時為訴求的方式呈現之時，產品容器形狀也不影響消費偏好。（4）對於廣告是以限量為訴求且產品容器形狀為圓形的情況下，獨特性需求高的消費者與獨特性需求低的消費者之消費偏好無顯著差異；對於廣告是以限量為訴求且產品容器形狀為方形的情況下，獨特性需求高的消費者會比獨特性需求低的消費者產生更佳的消費偏好。相對地，對於廣告是以限時為訴求且產品容器形狀為圓形的情況下，獨特性需求低的消費者會比獨特性需求高的消費者產生更佳的消費偏好；但對於廣告是以限時為訴求且方形產品容器形狀的情況下，獨特性需求高的消費者與獨特性需求低的消費者之消費偏好無顯著差異。

關鍵字：獨特性需求、稀少性訴求、產品容器形狀、消費偏好

Abstract

This research attempts to explore whether different extents of need for uniqueness (NFU) have an impact on consumer preferences, as well as whether scarcity appeal and container shape can moderate this effect. Research findings demonstrate that, (1) when the scarcity appeals are quantity-based, high NFU consumers tend to engender more favorable consumer preferences than low NFU consumers; on the contrary, when the scarcity appeals are time-based, low NFU consumers appear to engender more favorable consumer preferences than high NFU consumers. (2) When the container shape is round, low NFU consumers are likely to form more favorable consumer preferences than high NFU consumers; however, when the container shape is angular, high NFU consumers are likely to form more favorable consumer preferences than low NFU consumers. (3) When the scarcity appeals are quantity-based, no differential consumer preferences will be found between round and angular container shapes; in contrast, when the scarcity appeals are time-based, no differential consumer preferences will be found between round and angular container shapes. (4) When the container shape is round and the scarcity appeals are quantity-based, no differential consumer preferences will be found between low and high NFU consumers; when the container shape is angular and the scarcity appeals are quantity-based, high NFU consumers are likely to engender more favorable consumer preferences than low NFU consumers. However, when the container shape is round and the scarcity appeals are time-based, low NFU consumers are likely to engender more favorable consumer preferences than high NFU consumers; when the container shape is angular and the scarcity appeals are time-based, no differential consumer preferences will be found between low and high NFU consumers.

Keyword: Need for Uniqueness, Scarcity Appeals, Container Shape, Consumer Preferences

第一章 緒論......................................1
第一節 研究背景與動機.............................1
第二節 研究目的...................................3
第三節 研究範圍...................................4
第四節 研究流程...................................5
第二章 文獻探討與假說推論..........................7
第一節 消費偏好...................................7
第二節 獨特性需求.................................8
第三節 稀少性訴求................................10
第四節 產品容器形狀..............................13
第三章 研究方法..................................19
第一節 研究架構..................................19
第二節 實驗及問卷設計.............................20
第三節 研究對象..................................22
第四節 資料分析..................................23
第四章 實證結果與分析.............................24
第一節 敘述性統計................................24
第二節 獨特性需求之衡量...........................25
第三節 產品容器形狀操弄檢定........................27
第四節 稀少性訴求操弄檢定..........................29
第五節 假說檢定...................................31
第五章 研究結論與建議..............................47
第一節 研究結論...................................47
第二節 學術貢獻...................................50
第三節 實務意涵...................................52
第四節 研究限制與建議 .............................56
參考文獻 ...........................................57
附錄 ..............................................62
附錄1 獨特性需求量表........................ ........62
附錄2 實驗問卷一.....................................63
附錄3 實驗問卷二.....................................67
附錄4 實驗問卷三.....................................71
附錄5 實驗問卷四.....................................75

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